Kimberly-Clark came to us with two concepts for their U by Kotex brand, both built around the idea of progress in relation to their overnight range of pads and reusable undies. We were asked to shape these concepts into something that would resonate with younger audiences in a category that is increasingly crowded with messaging around sustainability and empowering people who menstruate.
Paired with an audience whose attention is increasingly difficult to capture that demand authenticity from brands, U by Kotex needed a campaign that was bold and powerful to cut through. One that tells the story of how U by Kotex is for all people who menstruate, and that even after 100 years they are still champions of progress.
What we delivered
Social look and feel